One of our Lab members just reported to the group news from their recent Netflix launch. Their views continue to rise exponentially – including with a “ton of high school and college kids”. This younger population is also taking to Twitter and Instagram in great numbers to talk about the film. The filmmakers are now leveraging this new momentum and building a campaign around that online conversation. They report that they had been doing community screening for about three months, but nothing really began generating significant social media traction until the Netflix launch. They report that “The fact that people can watch it any time they want even makes it (Netflix) more valuable than we thought.” They have also reported that the increase in views on Netflix has even helped their DVD/VOD sales by building overall buzz online.

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